Mkt 441 Week 3
Marketing Research Tools
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Introduction Secondary research is the collection of information that has already been collected previously. Secondary research also means extracting information from published or already recorded data. Primary research means data that does not exist and gathered to meet specific objectives. This is also called original research on a subject. This paper will explain secondary and primary research tools and their differentiation. We will identify the differences in primary and secondary research when using qualitative and quantitative approaches and indicate which tools are used for each approach and why.
Secondary Research “The tools for secondary research are essentially, gathering and selecting relevant material for the research. Traditionally, the sources of secondary information were research books, research reports, journal articles, scientific journal, and critiques of literary works and narratives of historical events” (Alred, et. al., 2006, Pg.13). Government publications, universities journals and consumer reports are the powerful sources of secondary information. Both qualitative and quantitative information is available from secondary sources. For example one of the important sources of quantitative secondary data is the US Bureau of Economic Analysis. Another important source of secondary information is online search. However, online research is very risky and should be done with great caution and responsibility and must be referenced in the report. However, online secondary information should be handled with care. If information is gathered from a website, it must be referenced in the report. It is very important to use websites of great and positive reputation and have great recognition. “In several cases, it is important to check the authenticity of website by phoning the professional body related to the source of information and checking with them”
Your name
University
Class
Instructor
Date
Introduction Secondary research is the collection of information that has already been collected previously. Secondary research also means extracting information from published or already recorded data. Primary research means data that does not exist and gathered to meet specific objectives. This is also called original research on a subject. This paper will explain secondary and primary research tools and their differentiation. We will identify the differences in primary and secondary research when using qualitative and quantitative approaches and indicate which tools are used for each approach and why.
Secondary Research “The tools for secondary research are essentially, gathering and selecting relevant material for the research. Traditionally, the sources of secondary information were research books, research reports, journal articles, scientific journal, and critiques of literary works and narratives of historical events” (Alred, et. al., 2006, Pg.13). Government publications, universities journals and consumer reports are the powerful sources of secondary information. Both qualitative and quantitative information is available from secondary sources. For example one of the important sources of quantitative secondary data is the US Bureau of Economic Analysis. Another important source of secondary information is online search. However, online research is very risky and should be done with great caution and responsibility and must be referenced in the report. However, online secondary information should be handled with care. If information is gathered from a website, it must be referenced in the report. It is very important to use websites of great and positive reputation and have great recognition. “In several cases, it is important to check the authenticity of website by phoning the professional body related to the source of information and checking with them”
References: Alred, Gerald J.; Brusaw, Charles T.; Oliu, Walter E., (2006), Handbook of technical writing, retrieved from Google Books on January 22, 2010. Holt, Robert R. (2009), Primary process thinking: theory, measurement, and research, retrieved from EBSCOhost, online database on January 21, 2010. Stewart, David W.; Kamins, Michael A. (1993), Secondary research: information sources and methods, retrieved from Google Books on January 21, 2010.